《旅游心理学 Tourism Psychology》课程教学资源（参考文献）Wlhy Destination

Why Destination Areas Rise and Fall in Popularity An Update of a Cornell Quarterly Classic Travel is more popular than ever,so why should destination managers worry? Because their location's attractiveness may be spinning away even as they watch. BY STANLEY PLOG On October 10,1972,I gave a speech to the Southern Cali-ferentiate traveler types.In the second market-research com- fornia chapter of the Travel Research Association (now the pany I founded(Plog Research,Inc.,now NFO/Plog Research Travel Tourism Research Association)that examined the and a subsidiary of Interpublic Group/IPG),we have prob- underlying causes for why destinations rise and fall in popu- ably included the scale in more than 200 studics and consult- larity.Based on a psychographic system that we had devel- ing assignments,and have reported on it in journals and oped at my first market-research company (BASICO),the speech speeches at conferences.2 Thus,a large experience base sup- pointed out that destinations appeal to specific types of people ports those early observations about destination development and typically follow a relatively predictable pattern of growth and life-cycle stages.In addition,academic researchers have and decline in popularity over time.The reasons lie in the explored the scale's conceptual base.3 fact rhar the character of mosr destinations changes as a result of growth and development of tourist-oriented facilities.As See:Stanley C.Plog."Where in the World Are People Going and Why Do destinations change.they lose the audience or market seg- They Want to Go There?,"a paper presented to Tiangus Touristico annual con- ments that made them popular and appeal instead to an ever- ference.Acapulco,Mexico,1979;Stanley C.Plog,"Understanding shrinking group of travelers. Psychographics in Tourism Research,"in Travel,Tourism,and Hospitaliry Re search,ed.J.R.B.Ritchie and C.R.Goeldner (New York:John Wiley Sons Although I had used the concept in our work with travel 1987),Pp.203-213:Stanley C.Plog,"A Carpenter's Tools:An Answer to clients,this was the first public presentation of the ideas to a Stephen L.J.Smith's Review of Psychocentrism/Allocentrism,"Journal of Travel broad audience.Considering the limited nature of the venue, Rescurb,Spring 1990,Pp.43-46;Stanley C.Plog,"A Carpenter's Tools Re- visited:Measuring Allocentrism and Psychocentrism Properly the First Time, the response was surprising.Requests for copies of the speech fournal of Travel Researcb,Spring 1990,p.50;Stanley C.Plog,Leisure Travel: came from around the United States and from countries in Making It a Growth Market...Again!(New York:John Wiley Sons,1991); Europe and Asia.Apparently someone forwarded the speech Stanley C.Plog,"Leisure Travel:An Extraordinary Industry Facing Superordinary Problems,"in Global Tourism:The Next Decade,ed.W.Theobold (Oxford to the editors of Cornell Quarterly,because it appeared as an England:Butterworth-Heineman Ltd.,1994).pp.40-54;and Stanley C.Plog, article in 1974. Vacation Places Rated(Redondo Beach,CA:Fielding Worldwide,Inc..1995). Since that time I have further refined the concept and the For example,see:D.A.Griffith and E J.Albanese,"An Examination of Plog's questions that make up the psychographic scale used to dif- Psychographic Travel Model Within a Student Population,"Journal of Travel Research,Spring 1996,pp.47-51;N.B.Nickerson and G.D.Ellis,"Traveler Stanley C.Plog,"Why Destination Areas Rise and Fall in Popularity,"Cornell Types and Activation Theory:A Comparison of Two Models,"Journalof Travel Research.Winter 1991,pp.26-31;and P.Tarlow and M.J.Muehsam,"New Hotel and Restaurant Administration Quarterly.Vol.14,No.4 (February 1974), Pp.55-58. Views of the International Visitor:Turning the Theory of the Plog Model Into Application:Some Initial Thoughts on Attracting the International Tourist,"a paper presented to the Travel Tourism Research Association,International 2001.CORNELL UNIVERSITY Conference,Minneapolis,MN,Spring 1992. JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 13

Wlhy Destination Areas Rise &d Fd in Popularity An Update of a Cornell Quarterly Classic Travel is more popular than ever, so why should destination managers worry? Because their location’s attractiveness may be spinning away even as they watch. BY STANLEY PLOG On October 10, 1972, I gave a speech to the Southern Cali￾fornia chapter of the Travel Research Association (now the Travel & Tourism Research Association) that examined the underlying causes for why destinations rise and fall in popu￾larity. Based on a psychographic system that we had devel￾oped at my first market-research company (BASICO), the speech pointed out that destinations appeal to specific types of people and typically follow a relatively predictable pattern of growth and decline in popularity over time. The reasons lie in the fact that the character of most destinations changes as a result of growth and development of tourist-oriented facilities. As destinations change, they lose the audience or market seg￾ments that made them popular and appeal instead to an ever￾shrinking group of travelers. Although 1 had used the concept in our work with travel clients, this was the first public presentation of the ideas to a broad audience. Considering the limited nature of the venue, the response was surprising. Requests for copies of the speech came from around the United States and from countries in Europe and Asia. Apparently someone forwarded the speech to the editors of Cornell Quarterly, because it appeared as an article in 1974.’ Since that time I have further refined the concept and the questions that make up the psychographic scale used to dif￾I Stanley C. Plog, “Why Destination Areas Rise and Fall in Popularity,” Cornell HotelartdRestaurant Administration Quarter&, Vol. 14, No. 4 (February 1974), pp. 55-58. 0 2001, CORNELL UNIVERSITY. ferentiate traveler types. In the second market-research com￾pany I founded (Hog Research, Inc., now NFO/Plog Research and a subsidiary of Interpublic Group/IPG), we have prob￾ably included the scale in more than 200 studies and consult￾ing assignments, and have reported on it in journals and speeches at conferences.2 Thus, a large experience base sup￾ports those early observations about destination development and life-cycle stages. In addition, academic researchers have explored the scale’s conceptual base.3 ’ See: Stanley C. Plog, “Where in the World Are People Going and why Do They Want to Go There?,” a paper presented to Timgus Tow&co annual con￾ference, Acapulco, Mexico, 1779; Stanley C. Plog, “Understanding Psychographics in Tourism Research, ” in Travel, Tourism, and Hospitaliy Re￾search, ed. J.R.B. Ritchie and CR. Goeldner (New York: John Wiley & Sons, 1987), pp. 203-213; Stanley C. Plog, “A Carpenter’s Tools: An Answer to Stephen L.J. Smith’s Review of Psychocentrismlilllocentrism,“journnlofTruvel Research, Spring 1990, pp. 43-46; Stanley C. Flog, ‘A Carpenter’s Tools Re￾visited: Measuring Allocentrism and Psychocentrism Properly rhe First Time,” /ournal of Travel Rereavcb, Spring 1970, p. 50; Stanley C. Plog, Leisure Travel: Making It a Growth Market.. .Again! (New York: John Wiley & Sons, 1991); Stanley C. Plog, “Leisure Travel: An Extraordinary Industry Facing Superordinary Problems,” in GIobal Tourism: The Next Decade, ed. W. Theobold (Oxford, England: Butterworth-He&man Ltd., 1994), pp. 40-54; and Stanley C. Plog, Vacation Pbzces Rated (Redondo Beach, CA: Fielding Worldwide, Inc., 1995). 3 For example, see: D.A. Griffith and I? J, Albanese, “An Examination of Plog’s Psychographic Travel Model Within a Student Population,” /ownal of Travel Research, Spring 1996, pp. 47-51; N.I? Nickerson and G.D. Ellis, “Traveler Types and Activation Theory: A Comparison of Two Models,“]ournalofTravel Research, Winter 1991, pp. 26-31; and I? Tarlow and M.J. Muehsam, “New Views of the International Visitor: Turning the Theory of the Plog Model Into Application: Some Initial Thoughts on Attracting the International Tourist,” a paper presented to the Travel & Tourism Research Association, International Conferencr, Minneapolis, MN, Spring 1992. JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 13

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS Feature articles on the travel habits of the dif-the project was the fact that only 27 percent of ferent travel personalities have appeared in popu-the population had flown in a commercial air- lar magazines (e.g.,Conde Nast Traveler,Endless plane at that time.With the jet age just begin- Vacation,Car Travel,AAA World,Mature Out- ning,seat capacity was growing at more than 20 look).Various college tourism texts review the percent per year,while passenger growth was just concept,and I have explained it further in two 8 percent.Thus,the airlines had to encourage travel books I wrote. more people to fly. How destinations grow and decline has been The sponsors'basic questions centered on who part of the advanced training program offered does not fly,why they don't fly,and what could for travel agents for more than 20 years by the be done to get them to fly.All of this is hard to Institute of Certified Travel Agents(ICTA),and believe today,given that over 80 percent of the all trainees must answer questions about population has flown,and about a third take to psychographics and the tourism life cycle before the skies every year.What a change in a relatively receiving their Certified Travel Counselor certifi-short period of time!Travel has become a huge cate.Other training materials for tavel agents business,growing from about the twelfth-largest using the basic ideas include those of Semer-industry at the time of the original research to Purzycki and Starr.5 On-line exposure has oc-the largest in the United States and the world, curred with training sites established by Harcourt according to the World Tourism Organization Learning Direct and Education Systems LLC (WTO). for instance,the Weissmann "Travel Corner"and The original study provided several research Puerto Rico's tourism web site for a time allowed luxuries that are not common in today's fast- consumers to take a shortened version of the test paced,skinnied-down research environment,and and read their own profiles. those factors facilitated the development of new This article reintroduces the psychographic ideas.We had the freedom to pursue offbeat ideas, scale and updates what has been learned since the time and money to be as thorough as we my last article appeared in Cornell Quarterly,in-needed in testing concepts,and the opportunity cluding how travel has changed and where many to employ several research approaches to ensure destinations currently fit on the destination-life-that our conclusions were justified.My associate cycle chart.To review how destinations rise and at the time(Kenneth B.Holden)and I decided fall in popularity,it is necessary first to provide a that we had to understand the psychology of description of the research basis for development travel-why some people travel and others do of the concept and the relationship between travel not-to provide recommendations to our travel- personalities and destination selection. industry sponsors on how to get more people into the air.Therefore,we conducted an extensive lit- Psychographic Study erature review on what was known about why A group of 16 travel-industry clients supported people don't fly (little,at the time)and investi- the original study,which was initiated in 1967.6 gated a number of psychological theories to de- Sponsors included 10 major airlines,the three termine their applicability to our research needs. commercial airframe manufacturers of the day More important,we completed over 60 in- (Bocing,Douglass,and Lockheed),and three depth,two-hour interviews with people who did large print-media companies(Reader's Digest,not fly but had sufficient income to travel when- Time/Life,and R.H.Donnelly).The genesis of ever they wished.We explored their life histories from childhood to the present to determine com- As cited earlier:Stanley C.Plog,Leisure Travel:Making It A mon patterns or psychological characteristics. Growth Market...Again!(New York:John Wiley Sons,1991):Then our team monitored 200 telephone calls &阳品eoi3krif5 (Rodond山 to airline-reservations centers from naive travel- ers to learn about the kinds of questions those s J.Semer-Purzycki,The Travel Professional,Study Unit I novices asked of reservations agents.Some of the (New York:Harcourt Learning Direct,print and on-line,1999), ]Semer-Purzycki,Travel Vision:A Practical Guide for the Travel, questions from first-time flyers are humorous in Tourism and Hospitality Industry (New York:Prentice Hall, retrospect and showed people's lack of under- 2000);and N.Start,Viewpoint:An Introduction to Travel.Tour- standing of the dynamics of air travel.For ex- ism Hospitaliry Third Edition (New York:Prentice Hall, 2000). ample,they asked:If I feel sick,can I open the window?,Are there bathrooms on board?,and Stanley C.Plog,New Markets for Air Travel:Executive Sum- mary Vol./(Panorama City,CA:Behavior Science Corpora- Do I tip the stewardess?We began to develop a tion,1968). psychological concept from this exploratory re- 14 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC 1 TRAVELERS’ PSYCHOGRAPHICS Feature articles on the travel habits of the dif- the project was the fact that only 27 percent of ferent travel personalities have appeared in popu- the population had flown in a commercial air￾lar magazines (e.g., Condo' Nast Traveler, Endless plane at that time. With the jet age just begin￾Vacation, Car &Travel, AAA World, Mature Out- ning, seat capacity was growing at more than 20 look). Various college tourism texts review the percent per year, while passenger growth was just concept, and I have explained it further in two 8 percent. Thus, the airlines had to encourage travel books I wrote.* more people to fly. How destinations grow and decline has been part of the advanced training program offered for travel agents for more than 20 years by the Institute of Certified Travel Agents (ICTA), and all trainees must answer questions about psychographics and the tourism life cycle before receiving their CertifiedTravel Counselor certifr￾cate. Other training materials for travel agents using the basic ideas include those of Semer￾Purzycki and Starr. 5 On-line exposure has oc￾curred with training sites established by Harcourt Learning Direct and Education Systems LLC￾for instance, the Weissmann “Travel Corner” and Puerto Rico’s tourism web site for a time allowed consumers to take a shortened version of the test and read their own profiles. The sponsors’ basic questions centered on who does not fly, why they don’t fly, and what could be done to get them to fly. All of this is hard to believe today, given that over 80 percent of the population has flown, and about a third take to the skies every year. What a change in a relatively short period of time! Travel has become a huge business, growing from about the twelfth-largest industry at the time of the original research to the largest in the United States and the world, according to the World Tourism Organization (WTO). This article reintroduces the psychographic scale and updates what has been learned since my last article appeared in Cornell Quarter&, in￾cluding how travel has changed and where many destinations currently fit on the destination-life￾cycle chart. To review how destinations rise and fall in popularity, it is necessary first to provide a description of the research basis for development of the concept and the relationship between travel personalities and destination selection. Psychographic Study A group of 16 travel-industry clients supported the original study, which was initiated in 1967.” Sponsors included 10 major airlines, the three commercial airframe manufacturers of the day (Boeing, Douglass, and Lockheed), and three large print-media companies (Reader’s Digest, Time/Life, and R.H. Donnelly). The genesis of The original study provided several research luxuries that are not common in today’s fast￾paced, skinnied-down research environment, and those factors facilitated the development of new ideas. We had the freedom to pursue offbeat ideas, the time and money to be as thorough as we needed in testing concepts, and the opportunity to employ several research approaches to ensure that our conclusions were justified. My associate at the time (Kenneth B. Holden) and 1 decided that we had to understand the psychology of travel-why some people travel and others do not-to provide recommendations to our travel￾industry sponsors on how to get more people into the air. Therefore, we conducted an extensive lit￾erature review on what was known about why people don’t fly (little, at the time) and investi￾gated a number of psychological theories to de￾termine their applicability to our research needs. More important, we completed over 60 in￾depth, two-hour interviews with people who did not fly but had sufficient income to travel when￾ever they wished. We explored their life histories from childhood to the present to determine com￾mon patterns or psychological characteristics. Then our team monitored 200 telephone calls to airline-reservations centers from ndive travel￾ers to learn about the kinds of questions those novices asked of reservations agents. Some of the questions from first-time flyers are humorous in retrospect and showed people’s lack of under￾standing of the dynamics of air travel. For ex￾ample, they asked: If I feel sick, can I open the window?, Are there bathrooms on board?, and Do I tip the stewardess? We began to develop a psychological concept from this exploratory re- * As cited earlier: Stanley C. Plog, Leisure Travel: Making It A Growth Market.. .Again!(NewYork: John Wiley & Sons, 1991); and Stanley C. Plog, Vacation Places Rated (Redondo Beach, CA: Fielding Worldwide, Inc., 1995). 5 J. Semer-Purzycki, The Travel Professional, Study &it I (NewYork: Harcourt Learning Direct, print and on-line, 1999), J. Semer-Purzycki, Travel Vision: A Practical Guidefor the 7izve1, Tourism and Hospitality Industry (New York: Prentice Hall, 2000); and N. Starr, Viewpoint: An Introduction to 7hve1, Tour￾ism & Hospitality, Third Edition (New York: Prentice Hall, 2000). 6 Stanley C. Plog, New Markets for Air Travel: Executive Sum￾mary, Vol. I (Panorama City, CA: Behavior Science Corpora￾tion, 1968). 14 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

TRAVELERS'PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC search,along with a psychographic scale that definition of the personality profile of each is we tested on a nationwide random sample of useful since travel patterns flow directly from 1,600 households through intensive in-home these characteristics. interviews. Based on this 1967 study,we concluded that Personality Profiles a constellation of three primary personality char- Those labeled as Dependables (originally, acteristics defines the non-flyer personality: Psychocentrics)have a constellation of personal- (1)Generalized anxieties.Classic non-fliers feel a continual low-level feeling of dread that can consume much of their psychic energy. These anxieties play out daily to inhibit these persons from reaching out to explore Self-confident and intellectually curious, the world around them with comfort and Venturers have a strong desire to explore self-confidence.This is not to be confused with those who suffer from a specific pho- the world of ideas and places. bia that can be treated through behavioral therapy.When a person has generalized anxieties and non-focused self-doubts,the world seems to be a dangerous place. (2)Sense ofpowerlessness.These individuals ity characteristics in common.Granting that no usually believe that what happens to them person is a perfect examplar of any personality in daily life is largely out of their control. type,if one could isolate persons with the arche- The good that comes to them and the typal Dependable personality,one would find misfortunes encountered result mostly from that typically they: chance happenings and events.Individuals Are somewhat intellectually restricted,in that cannot control their own destinies,they they do not seek out new ideas and experi- believe. ences on a daily basis.Compared to most (3)Territory boundness.Not only do these people,they read less,watch TV more,and persons not travel much as adults,but they restrict the variety of contacts they might did relatively little traveling as children. have with the world around them.In brief, Their lives have been restricted for decades they are less venturesome and less exploring in a number of ways,and they make no than most persons. attempt to expand their horizons. .Are cautious and conservative in their daily At the time,we called these nonflyers lives,preferring to avoid making important Psychocentrics,to reflect the fact that they lavish decisions rather than confront the choices so much personal energy on life's small events. that face everyone daily. These people have little time to face up to and .Are restrictive in spending discretionary income. manage the larger problems we all encounter.I've Uncertain about the future,they don't want since developed a more user-friendly term, to overcommit and become financially Dependables,since they try to make so much of stretched.Although frugality is a good habit, their daily lives predictable and dependable. they choose it from a basis of fear,rather than Through a series of follow-on studies,it was being motivated by good planning. possible to outline the personality at the oppo- .Prefer popular,well-known brands of consumer site end of the spectrum.These individuals reach products because the popularity of such items out and explore the world in all of its diversity. makes them safe choices.(That is,everyone Self-confident and intellectually exploring,they likes these so they must work,or they measure low on all measures of personal anxiety. wouldn't be so popular.) They make decisions rather quickly and easily, .Face daily life with little self-confidence and low without worrying greatly whether each choice is activity levels.Some might call them more correct (since life involves taking small risks ev- lethargic than other people. ery day).They have varied interests and a strong .Ofien look to authority figures for guidance and intellectual curiosity that leads to a desire to ex- direction in their lives.Because of uncertain- plore the world of ideas and places.Though I ties about their own decision-making abili- originally called them Allocentrics,I have since ties,they may follow the advice or imitate the relabeled them as Venturers.A more complete actions of public personalities.Thus,using JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 15

TRAVELERS’ PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC search, along with a psychographic scale that we tested on a nationwide random sample of 1,600 households through intensive in-home interviews. Based on this 1967 study, we concluded that a constellation of three primary personality char￾acteristics defines the non-flyer personality: 0) (2) Generalized anxieties. Ciassi; non-flier; feel a continual low-level feeling of dread that can consume much of their psychic energy. These anxieties play out daily to inhibit these persons from reaching out to explore the world around them with comfort and self-confidence. This is not to be confused with those who suffer from a specific pho￾bia that can be treated through behavioral therapy. When a person has generalized anxieties and non-focused self-doubts, the world seems to be a dangerous place. Sense ofpowerlessness. These individuals usually believe that what happens to them in daily life is largely out of their control. The good that comes to them and the misfortunes encountered result mostly from chance happenings and events. Individuals cannot control their own destinies, they believe. (3) Territory boundness. Not only do these persons not travel much as adults, but they did relatively little traveling as children. Their lives have been restricted for decades in a number of ways, and they make no attempt to expand their horizons. At the time, we called these nonflyers Psychocentrics, to reflect the fact that they lavish so much personal energy on life’s small events. These people have little time to face up to and manage the larger problems we all encounter. I’ve since developed a more user-friendly term, Dependables, since they try to make so much of their daily lives predictable and dependable. Through a series of follow-on studies, it was possible to outline the personality at the oppo￾site end of the spectrum. These individuals reach out and explore the world in all of its diversity. Self-confident and intellectually exploring, they measure low on all measures of personal anxiety. They make decisions rather quickly and easily, without worrying greatly whether each choice is correct (since life involves taking small risks ev￾ery day). They have varied interests and a strong intellectual curiosity that leads to a desire to ex￾plore the world of ideas and places. Though I originally called them Allocentrics, I have since relabeled them as Venturers. A more complete definition of the personality profile of each is useful since travel patterns flow directly from these characteristics. Personality Profiles Those labeled as Dependables (originally, Psychocentrics) have a constellation of personal￾Self-confident and intellectually curious, Venturers have a strong desire to explore the world of ideas and places. ity characteristics in common. Granting that no person is a perfect examplar of any personality type, if one could isolate persons with the arche￾typal Dependable p ersonality, one would find that typically they: l Are somewhat intellectually restricted, in that they do not seek out new ideas and experi￾ences on a daily basis. Compared to most people, they read less, watch TV more, and restrict the variety of contacts they might have with the world around them. In brief, they are less venturesome and less exploring than most persons. . Are cautiozls and conservative in their daily Lives, preferring to avoid making important decisions rather than confront the choices that face everyone daily. l Are restrictive in spending discretionary income. Uncertain about the future, they don’t want to overcommit and become financially stretched. Although frugality is a good habit, they choose it from a basis of fear, rather than being motivated by good planning. 9 Prefer popular, well-known brands of consumer products because the popularity of such items makes them safe choices. (That is, everyone likes these so they must work, or they wouldn’t be so popular.) . Face da+ I;fe with little self-conjdence and Low activity levels. Some might call them more lethargic than other people. l Ofien look to autborityjgures for guidance and direction in their lives. Because of uncertain￾ties about their own decision-making abiIi￾ties, they may follow the advice or imitate the actions of public personalities. Thus, using JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 15

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS EXHIBIT 1 well-known movie or television stars and Psychographic sports figures in advertising and promotional personality types materials is more likely to influence this audi- ence than other groups. Are passive and non-demanding in their daily lives.They often retreat when encountering problem situations,rather than aggressively taking charge to handle the difficulties. .Like structure and routine in their relatively CENTRIC- CENTRIC- non-varying lifestyles.As a result,they make DEPEND- VENTURER wonderful,trusted supervisors in many com- ABLE panies because of the predictability and rou- DEPENDABLE NEAR MID-CENTRIC NEAR- tine nature of the lifestyles they lead.They PSYCHOCENTRIC VENTURER DEPENDABLE VENTURER serve as the flywheels of society,making cer- (ALLOCENTRIC) (NEAR (NEAR tain that things run according to plan wher- PSYCHOCENTRIC) ALLOCENTRIC) ever they work,a good reason to label them as Dependables. DIRECTION OF INFLUENCE Prefer to be surrounded by friends and family. because the warm friendship and support provided in intimate circles make them feel comfortable and secure. The personality scale helps to explain why desti- Venturers.At the opposite end of the spec- nations rise and fall in popularity.In particular, trum are the archetypal Venturers.As their name implies,they: tourists'personality characteristics determine .Are intellectually curious about and want to their travel patterns and preferences. explore the world around them in all of its diversity.They continually seek new experi- ences and enjoy activity.They watch TV little and prefer what is novel and unusual. .Make decisions quickly and easily,since they recognize that life involves risks,regardless of the choices made,and you learn to live with those choices. Spend discretionary income more readily.They believe that the future will be better than the past and they want to enjoy the fruits of their labors now. Like to choose new products shortly after intro- duction into the marketplace,rather than stick with the most popular brands.The thrill of discovery overrides disappointments that can come from a new product that doesn't live up to its promise. .Face everyday life full of self-confidence and personal energy.They eagerly venture out to investigate what might be new and interest- ing to learn more about the latest technolo- gies,or explore exciting concepts and ideas with others. Look to their own judgment,rather than au- thority figures,for guidance and direction in their lives.They are relatively inner-directed and believe they can make the best choices for themselves,rather than relying on the opinions of experts. 16 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC TRAVELERS’ PSYCHOGRAPHICS well-known movie or television stars and Psychographic personality types sports figures in advertising and promotional materials is more likely to influence this audi￾ence than other groups. l Are passive and non-demanding in their da+ Lives. They often retreat when encountering problem situations, rather than aggressively taking charge to handle the difficulties. l Like structure and routine in their relatively non-varying lifestyles. As a result, they make wonderful, trusted supervisors in many com￾panies because of the predictability and rou￾DEPENDABLE NEAR tine nature of the lifestyles they lead. They PSYCHOCENTRIC MID-CENTRIC NEAR- VENTURER DEPENDABLE VENTURER (ALLOCENTRIC) serve as the flywheels of society, making cer- (NEAR (NEAR tain that things run according to plan wher￾PSYCHOCENTRIC) ALLOCENTRIC) ever they work, a good reason to label them as Deoendables. DIRECTION OF INFLUENCE l Prefer to be surrounded by friends andfamily, because the warm friendship and support provided in intimate circles make them feel comfortable and secure. The personality scale helps to explain why desti- Venturers. At the opposite end of the spec￾trum are the archetypal Venturers. As their name nations rise and fall in popularity. In particular, implies they: tourists’ personality characteristics determine l Are tntellectually ’ curious about and want to their travel patterns and preferences. explore the world around them in all of its diversity. They continually seek new experi￾ences and enjoy activity. They watch TV little and prefer what is novel and unusual. l Make decisions quickly and easily, since they recognize that life involves risks, regardless of the choices made, and you learn to live with those choices. l Spend discretionary income more readily. They believe that the future will be better than the past and they want to enjoy the fruits of their labors now. 9 Like to choose new products shortly ajer intro￾duction into the marketplace, rather than stick with the most popular brands. The thrill of discovery overrides disappointments that can come from a new product that doesn’t live up to its promise. l Face everyday life fill of self-conjdence and personal energy. They eagerly venture out to investigate what might be new and interest￾ing to learn more about the latest technolo￾gies, or explore exciting concepts and ideas with others. l Look to their own judgment, rather than au￾tbority jgures, for guidunce and direction in their lives. They are relatively inner-directed and believe they can make the best choices for themselves, rather than relying on the opinions of experts. 16 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

TRAVELERS'PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC .Are active and relatively assertive in their daily Prefer to stay in their mobile homes,with lives.If something does not go their way (a friends and relatives,or in the lowest-cost flight is cancelled at an airport,a product hotels and motels. they bought has flaws),they will actively and .Prefer highly developed"touristy"spots,on forcefully attempt to get the wrong corrected. the logic that the popularity of these sites .Prefer a day filled with varying activities and means that they must be great places to visit challenges,rather than routine tasks.Although or else so many people wouldn't go there. they can have great new ideas in business or Also,heavy development supports fast-food cultural life,they may not be good at imple- restaurants and convenience stores,which mentation since they don't like the tedious offer the comfort and familiar feeling of what detail work that comes with bringing ideas to they experience back home. fruition. .Tend to select recreational activities at these Often prefer to be alone and somewhat medita- destinations that also are familiar-video tive,even though they may appear to be games for teenagers,and movies and minia- friendly and outgoing.Trusting their own ture golf for the family. ideas,and often feeling that people around Rate sun-and-fun spots high as destinations, them arc somewhat dull and slow thinking, bccause they offer the chancc to relax and they may avoid social situations and parties. soak up the warmth on a beach or around a pool,consistent with a preference for low Personality Distribution activity levels. As I said,the archetypes of the two personalities .Typically select well-defined,escorted tours are rare.In national samples,based on the ques- to the best-known places for their infrequent tions developed from the original research,the international trips.rather than make inde- dimensions of venturesomeness and dependabil- pendent travel arrangements. ity distribute on a normal curve,with a slight Purchase plenty of souvenirs,tee-shirts,de- skew to venturesomeness (as shown in Exhibit cals,and other strong visual reminders of 1).About 2 1/2 percent of the population can be where they have been. classified as Dependables and slightly over 4 per- .Are likely to return to a destination again and cent as venturers.The remainder falls into the again once they try it because it was a good groups in between,such as near-Dependables, choice. near-Venturers,or the largest group,Centrics,the Having reviewed what pleases the Depend- extensive middle group comprising people who able personality type,picturing the preferences have a mixture of personality characteristics that of their polar opposites is not difficult.Compared may lead an individual one way or the other. to the people in the mid-point of our scale,the The implications of this distribution are con- Venturers: siderable.Parametric statistics can be used in most .Travel more frequently because travel is an of the research,and the personality scale helps to important part of exploring the world around explain why destinations rise and fall in popu- them. larity,as will be seen.In particular,these person- .'Take relatively long trips. ality characteristics determine travel patterns and .Spend more each day per capita. preferences.Examining the two groups at the op- .Take to the air more often than do other posite ends of the normal curve once morc al- groups (although they use all modes of lows an easier explanation of the concept.For travel),because they will pay extra for the Dependables,research over the past three decades convenience of getting there sooner to enjoy points out that(compared to the average per- a destination longer. son)they: Strongly prefer unusual,underdeveloped .Travel less frequently. destinations that have retained their native Stay for shorter periods of time when they charm.More important,they avoid crowded. travel. touristy places. .Spend less per capita at a destination. .Gladly accept inadequate or unconventional .Prefer to go by the family car,camper,or kinds of accommodations because these be- SUV,rather than by air,because they can come an integral part of a unique vacation take more things with them,and that makes experience. the trip seem more homey and less anxiety Prefer to participate in local customs and producing. habits and tend to avoid those events that JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 17

TRAVELERS’ PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC l Are active and relatively assertive in their daily lives. If something does not go their way (a flight is cancelled at an airport, a product they bought has flaws), they will actively and forcefully attempt to get the wrong corrected. l Prefer a dayjlled with varying activities and challenges, rather than routine tasks. Although they can have great new ideas in business or cultural life, they may not be good at imple￾mentation since they don’t like the tedious detail work that comes with bringing ideas to fruition. l Oj?en prefer to be alone and somewhat medita￾tive, even though they may appear to be friendly and outgoing. Trusting their own ideas, and often feeling that people around them are somewhat dull and slow thinking, they may avoid social situations and parties. Personality Distribution As I said, the archetypes of the two personalities are rare. In national samples, based on the ques￾tions developed from the original research, the dimensions of venturesomeness and dependabil￾ity distribute on a normal curve, with a slight skew to venturesomeness (as shown in Exhibit 1). About 2 l/2 percent of the population can be classified as Dependables and slightly over 4 per￾cent as Venturers. The remainder falls into the groups in between, such as near-Dependables, near-Venturers, or the largest group, Centrics, the extensive middle group comprising people who have a mixture of personality characteristics that may lead an individual one way or the other. The implications of this distribution are con￾siderable. Parametric statistics can be used in most of the research, and the personality scale helps to explain why destinations rise and fall in popu￾larity, as will be seen. In particular, these person￾ality characteristics determine travel patterns and preferences. Examining the two groups at the op￾posite ends of the normal curve once more al￾lows an easier explanation of the concept. For Dependables, research over the past three decades points out that (compared to the average per￾son) they: l Travel less frequently. l Stay for shorter periods of time when they travel. l Spend less per capita at a destination. l Prefer to go by the family car, camper, or SW, rather than by air, because they can take more things with them, and that makes the trip seem more homey and less anxiety producing. l Prefer to stay in their mobile homes, with friends and relatives, or in the lowest-cost hotels and motels. l Prefer highly developed “touristy” spots, on the logic that the popularity of these sites means that they must be great places to visit or else so many people wouldn’t go there. Also, heavy development supports fast-food restaurants and convenience stores, which offer the comfort and familiar feeling of what they experience back home. l Tend to select recreational activities at these destinations that also are familiar-video games for teenagers, and movies and minia￾ture golf for the family. l Rate sun-and-fun spots high as destinations, because they offer the chance to relax and soak up the warmth on a beach or around a pool, consistent with a preference for low activity levels. . Typically select well-defined, escorted tours to the best-known places for their infrequent international trips, rather than make inde￾pendent travel arrangements. l Purchase plenty of souvenirs, tee-shirts, de￾cals, and other strong visual reminders of where they have been. l Are likely to return to a destination again and again once they try it because it was a good choice. Having reviewed what pleases the Depend￾able personality type, picturing the preferences of their polar opposites is not difficult. Compared to the people in the mid-point of our scale, the Venturers: l Travel more frequently because travel is an important part of exploring the world around them. l Take relatively long trips. l Spend more each day per capita. l Take to the air more often than do other groups (although they use all modes of travel), because they will pay extra for the convenience of getting there sooner to enjoy a destination longer. l Strongly prefer unusual, underdeveloped destinations that have retained their native charm. More important, they avoid crowded, touristy places. l Gladly accept inadequate or unconventional kinds of accommodations because these be￾come an integral part of a unique vacation experience. l Prefer to participate in local customs and habits and tend to avoid those events that JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 17

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS seem too common or familiar,or those staged development or progress along the curve and to for tourists. maintain an ideal positioning.Few places do this, .Prefer to be on their own (FIT travel)on however,because local authorities don't under- international trips,even when they don't stand the dynamics of what contributes to suc- speak the language,rather than be part of a cess and failure.Even if they do,they often lack regimented escorted tour.Give them a car, the power to enforce desirable changes and pre- and they'll get around.Their self-confidence vent undesirable changes.Although I suggest maintaining a destination's appeal to Venturer- type travelers,that positioning is not the only possibility.Destination planners who understand Most destinations follow a predictable, the psychographic curve can intentionally posi- tion their destination anywhere along the curve- but uncontrolled development pattern including the Dependable side.As I will also ex- from birth to maturity and finally to old plain below,that strategy can be successful if the positioning is carefully considered. age and decline. The searchers.Just as Venturers are most in- terested in trying new products and services,they like to seek out new places to visit-the forgot- ten,the undiscovered,the passed over,and the and venturesome character makes them feel unknown.Requiring few support services(such comfortable in a wide variety of situations. as hotels and restaurants,organized sightseeing Are active when traveling,spending most of activities,or "things to do"),Venturers would their waking hours exploring and learning rather go out on their own and discover what a about the places they visit,rather than soak- place has to offer.Whether the destination is ing up the sun (or tequila). primitive or refined doesn't matter,because they Purchase mostly authentic local arts and are interested in having a new experience of what- crafts,rather than souvenirs.They avoid ever kind. traditional tourist traps that sell replicas of When the Venturers return home from a trip, local cultural artifacts. they talk with friends and relatives about the best Tend to seek new destinations each year, new spots that they have discovered.Friends and rather than return to previously visited places, co-workers usually are quite curious about the to add to their treasure of rich experiences. latest travels of acquaintances who take such in- Their travel experiences enhance their feel- teresting vacations.Some of those friends can be ings of self-confidence and self-worth,lead- classified as near-Venturers,who soon decide that ing them to take even more unusual trips in they might like to visit the intriguing places that future years. they have just heard about.Their more venture- some friends also provide tips on how to get there, A Destination Life Cycle what to do while there,and generally how to Having seen how personality determines travel make the trip possible,if not easy. preferences,it is possible to apply those concepts When near-Venturers visit the destination (in to the topic of this article-that is,to explain considerably greater numbers than the Ventur- why destination arcas risc and fall in popularity.ers),they initiate the destination's development Most destinations follow a predictable,but un-cycle,because they not only ask for more ser- controlled development pattern from birth to vices than did the Venturers,but they also tell maturity and finally to old age and decline.At their friends,relatives,and associates about their each stage,the destination appeals to a different great experiences in this new place.More people psychographic group oftravelers,who determine visit the destination,and they are also looking the destination's character and success. for more services,because near-Venturers don't As I will explain below,my psychographic like to rough it in quite the manner that Ventur- study shows that an ideal age or stage exists for ers do.Thus,local people develop hotels,restau- most destinations-namely,what might be called rants,shops selling "native"items,and other young adulthood,which is an early stage of de-services. velopment appealing to Venturer-types.If a In the middle of this growth-cycle stage,when destination's planners understand the psycho- near-Venturers constitute the majority of tourist graphic curve,it is possible for them to control arrivals,the travel press also will likely"discover" 18 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC TRAVELERS’ PSYCHOGRAPHICS seem too common or familiar, or those staged for tourists. l Prefer to be on their own (FIT travel) on international trips, even when they don’t speak the language, rather than be part of a regimented escorted tour. Give them a car, and they’ll get around. Their self-confidence Most destinations follow a predictable, but uncontrolled development pattern from birth to maturity and finally to old age and decline. and venturesome character makes them feel comfortable in a wide variety of situations. l Are active when traveling, spending most of their waking hours exploring and learning about the places they visit, rather than soak￾ing up the sun (or tequila). l Purchase mostly authentic local arts and crafts, rather than souvenirs. They avoid traditional tourist traps that sell replicas of local cultural artifacts. l Tend to seek new destinations each year, rather than return to previously visited places, to add to their treasure of rich experiences. Their travel experiences enhance their feel￾ings of self-confidence and self-worth, lead￾ing them to take even more unusual trips in future years. A Destination Life Cycle Having seen how personality determines travel preferences, it is possible to apply those concepts to the topic of this article-that is, to explain why destination areas rise and fall in popularity. Most destinations follow a predictable, but un￾controlled development pattern from birth to maturity and finally to old age and decline. At each stage, the destination appeals to a different psychographic group of travelers, who determine the destination’s character and success. As I will explain below, my psychographic study shows that an ideal age or stage exists for most destinations-namely, what might be called young adulthood, which is an early stage of de￾velopment appealing to Venturer-types. If a destination’s planners understand the psycho￾graphic curve, it is possible for them to control development or progress along the curve and to maintain an ideal positioning. Few places do this, however, because local authorities don’t under￾stand the dynamics of what contributes to suc￾cess and failure. Even if they do, they often lack the power to enforce desirable changes and pre￾vent undesirable changes. Although I suggest maintaining a destination’s appeal to Venturer￾type travelers, that positioning is not the only possibility. Destination planners who understand the psychographic curve can intentionally posi￾tion their destination anywhere along the CUNe￾including the Dependable side. As I will also ex￾plain below, that strategy can be successful if the positioning is carefully considered. The searchers. Just as Venturers are most in￾terested in trying new products and services, they like to seek out new places to visit-the forgot￾ten, the undiscovered, the passed over, and the unknown. Requiring few support services (such as hotels and restaurants, organized sightseeing activities, or “things to do”), Venturers would rather go out on their own and discover what a place has to offer. Whether the destination is primitive or refined doesn’t matter, because they are interested in having a new experience of what￾ever kind. When the Venturers return home from a trip, they talk with friends and relatives about the best new spots that they have discovered. Friends and co-workers usually are quite curious about the latest travels of acquaintances who take such in￾teresting vacations. Some of those friends can be classified as near-Venturers, who soon decide that they might like to visit the intriguing places that they have just heard about. Their more venture￾some friends also provide tips on how to get there, what to do while there, and generally how to make the trip possible, if not easy. When near-Venturers visit the destination (in considerably greater numbers than the Ventur￾ers), they initiate the destination’s development cycle, because they not only ask for more ser￾vices than did the Venturers, but they also tell their friends, relatives, and associates about their great experiences in this new place. More people visit the destination, and they are also looking for more services, because near-Venturers don’t like to rough it in quite the manner that Ventur￾ers do. Thus, local people develop hotels, restau￾rants, shops selling “native” items, and other services. In the middle of this growth-cycle stage, when near-Venturers constitute the majority of tourist arrivals, the travel press also will likely “discover” 18 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

TRAVELERS'PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC the place.Always searching for new material (in will add to the tax base,the larger number of part because they have difficulty finding new which fall in the mid-price range and a few in things to say about back roads in England,in the luxury category.Moreover,politicians quickly New England,or in Sedona,for that matter), discover that tourists (and even vacation-home these writers visit the places to see for themselves owners)don't vote locally,so they levy taxes and what they have to offer.Finding the places to be fees on the lodging,airline,and rental-car indus- different,they write ecstatically about their new tries.Tourist shops,some representing large finds. chains,sprout up around town.Fast-food chains Having been discovered,the destination soon make their appearance and help to make the place confronts the pressures arising from rapid growth seem more like the hometown that the visitors and development.Not only has the press started just left.Moreover,with these familiar restau- to put out the good message,but near-Venturers rants,tourists don't have to guess about what also talk about their exciting vacations with their they're eating. mid-Centric friends who have Venturer leanings. To deal with the what-to-do issue for those These people want to visit,too,cspecially because who nced activitics beyond enjoying the desti- the destination now has developed a reasonable nation itself,video arcades,movie theaters,and infrastructure.Growth rates can be high during other entertainment facilities arise.Gradually the this period,since there are far more Centrics with place takes on a more touristy look.Construc- venturer leanings than there are near-Venturers.tion has either sprawled or high-rise hotels begin Up to this point,everyone seems happy at the to dominate the original architecture-built be- destination.Tourism growth continues unabated. cause land values near the center of the destina- property values rise as hotels continue to pop up,tion have risen so much that only high-density more local residents have jobs,tax receipts have buildings"pencil out"for developers.Local plan- increased,some rundown areas have been cleaned ning to control the spread of tourist sprawl has up,and most residents believe that they have dis-been woefully inadequate because elected offi- covered the perfect industry.No ugly,smoke-cials have seen no need to regulate a business that belching factories need to be built;unskilled they believe is a great benefit to their commu- workers find good-paying jobs that require little nity.Then,when the realization finally dawns training in the new hotels and restaurants;and that regulation is necessary,the officials have no developers are not asking for tax concessions,experience with such land-use planning.They unlike the situation for manufacturing industries. allow small businesses of all types to spring up Local politicians and tourism officials congratu- around town in an uncontrolled manner (e.g., late themselves because they think they are pretty t-shirt shops,beach or ski shops,pseudo-native smart to have attracted or created what appears stores,bars).The place begins to look like many to be a neverending,expanding business. other overdeveloped destinations,losing its dis- Stealthy erosion.The fly in the ointment is tinctive character along the way. that this happy growth picture has rested on the Seeds of decline.Throughout this entire If a destination's fact that the base of prospective tourists has thus process,the sceds of the destination's almost- planners under- far been steadily increasing.That is,near-inevitable decline are already sown in the midst stand the psycho- Venturers outnumber Venturers,and Centrics of its success.Just when most people at the desti graphic curve,it with Venturer leanings constitute a much larger nation seem happiest about the success of their group than do the near-Venturers.The growth efforts to grow the tourism base year after year, is possible for them to control in the prospect base continues until the mid-unseen forces have started to move against them tourism develop- point of the curve.That growth rests on the fact that will spell trouble in the futre.At some point, that the influence direction on Exhibit 1 always the type of visitor the destination attracts tilts ment and to moves from right to left and not the other way.toward the Dependable side of the curve.With maintain an ideal Whatever their leanings,Centrics seldom sway continued favorable publicity and increasing positioning. the opinions of those who have Venturer blood popularity for a destination,Dependables also in their veins. become interested in taking a trip to this much- During this time,development continues al-talked-about place(especially if it has become part most unabated.Elected officials,who recognize of a package tour).Indeed,the greater its popu- the contributions of tourists to their area and their larity,the more likely Dependables will visit,since constituencies,happily proclaim their support of they prefer to make safe choices. tourism and all of its benefits for their commu- The psychographic curve portends several nity.So they approve plans for more hotels that unfortunate consequences.The destination can JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 19

TRAVELERS’ PSYCHOGRAPHICS 1 CORNELL QUARTERLY CLASSIC the place. Always searching for new material (in part because they have difficulty finding new things to say about back roads in England, in New England, or in Sedona, for that matter), these writers visit the places to see for themselves what they have to offer. Finding the places to be different, they write ecstatically about their new finds. Having been discovered, the destination soon confronts the pressures arising from rapid growth and development. Not only has the press started to put out the good message, but near-Venturers also talk about their exciting vacations with their mid-Centric friends who have Venturer leanings. These people want to visit, too, especially because the destination now has developed a reasonable infrastructure. Growth rates can be high during this period, since there are far more Centrics with venturer leanings than there are near-Venturers. Up to this point, everyone seems happy at the destination. Tourism growth continues unabated, property values rise as hotels continue to pop up, more local residents have jobs, tax receipts have increased, some rundown areas have been cleaned up, and most residents believe that they have dis￾covered the perfect industry. No ugly, smoke￾belching factories need to be built; unskilled workers find good-paying jobs that require little training in the new hotels and restaurants; and developers are not asking for tax concessions, unlike the situation for manufacturing industries. Local politicians and tourism officials congratu￾late themselves because they think they are pretty smart to have attracted or created what appears to be a neverending, expanding business. Stealthy erosion. The fly in the ointment is that this happy growth picture has rested on the fact that the base of prospective tourists has thus far been steadily increasing. That is, near￾Venturers outnumber Venturers, and Centrics with Venturer leanings constitute a much larger group than do the near-Venturers. The growth in the prospect base continues until the mid￾point of the curve. That growth rests on the fact that the influence direction on Exhibit 1 always moves from right to left and not the other way. Whatever their leanings, Centrics seldom sway the opinions of those who have Venturer blood in their veins. During this time, development continues al￾most unabated. Elected officials, who recognize the contributions of tourists to their area and their constituencies, happily proclaim their support of tourism and all of its benefits for their commu￾nity. So they approve plans for more hotels that will add to the tax base, the larger number of which fall in the mid-price range and a few in the luxury category, Moreover, politicians quickly discover that tourists (and even vacation-home owners) don’t vote locally, so they levy taxes and fees on the lodging, airline, and rental-car indus￾tries. Tourist shops, some representing large chains, sprout up around town. Fast-food chains make their appearance and help to make the place seem more like the hometown that the visitors just left. Moreover, with these familiar restau￾rants, tourists don’t have to guess about what they’re eating. To deal with the what-to-do issue for those who need activities beyond enjoying the desti￾nation itself, video arcades, movie theaters, and other entertainment facilities arise. Gradually the place takes on a more touristy look. Construc￾tion has either sprawled or high-rise hotels begin to dominate the original architecture-built be￾cause land values near the center of the destina￾tion have risen so much that only high-density buildings “pencil out” for developers. Local plan￾ning to control the spread of tourist sprawl has been woefully inadequate because elected offi￾cials have seen no need to regulate a business that they believe is a great benefit to their commu￾nity. Then, when the realization finally dawns that regulation is necessary, the officials have no experience with such land-use planning. They allow small businesses of all types to spring up around town in an uncontrolled manner (e.g., t-shirt shops, beach or ski shops, pseudo-native stores, bars). The place begins to look like many other overdeveloped destinations, losing its dis￾tinctive character along the way. Seeds of decline. Throughout this entire process, the seeds of the destination’s almost￾inevitable decline are already sown in the midst of its success. Just when most people at the desti￾nation seem happiest about the success of their efforts to grow the tourism base year after year, unseen forces have started to move against them that will spell trouble in the future. At some point, the type of visitor the destination attracts tilts toward the Dependable side of the curve. With continued favorable publicity and increasing popularity for a destination, Dependables also become interested in taking a trip to this much￾talked-about place (especially if it has become part of a package tour). Indeed, the greater its popu￾larity, the more likely Dependables will visit, since they prefer to make safe choices. The psychographic curve portends several unfortunate consequences. The destination can If a destination’s planners under￾stand the psycho￾graphic curve, it is possible for them to control tourism develop, ment and to maintain an idea I positioning. JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 19

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS EXHIBIT 2 light.The first new hotels that appear in a desti- Psychographic positions of destinations(1972) nation generally attempt to capture the charm of the place (e.g.,the former Rockresorts).New wealth has improved the living conditions for many people,especially because tourism causes ancillary businesses to develop that serve tour- ism workers.Most people feel better off,which is why most people never suspect at this point that tourism growth should be planned and controlled. PSYCHOCENTRIC ALLOCENTRIC Planning and control is,of course,imperative (DEPENDABLE) NEAR MID-CENTRIC (VENTURER) NEAR at this stage.Many unplanned destinations face PSYCHO ALLO- a declining future because uncontrolled growth CENTRIC CENTRIC has discouraged Venturer-type travelers.Discount Coney Miamt Japan South Africa travel packages abound to lure budget-minded Island Beach and Asia Pacific Dependable types,and those packages usually include air and accommodations,possibly meals, Most Florida Honoiulu Caribbean Central Northern Hawai Outer Central Southern and frequently golf privileges.When 30 percent of Oahu Europe, Europe Islands Mexico Europe or more of a destination's travel bookings come U.S. Great from reduced-price package vacations,that des- Britain tination probably will conrinue to go downhill over the next couple of decades.?Confirmation of problems can come from a simple walk around draw only from shrinking segments of the popu- town.The greater the number of fast-food res- lation after its psychographic positioning passes taurants,video-rental stores,bargain-shopping the magical mid-point on the chart.Fewer near-outlets,and abundant nighttime entertainment, Dependables exist than mid-Centrics with De-the greater the probability that those will never pendable leanings,and there are fewer go away and will continue to contribute to the Dependables than near-Dependables.Thus,the decline of the area(by discouraging Venturer-type base of potential tourists is diminishing,as those travelers).Store owners pay taxes and vote for with Venturer leanings desert this now-tawdry local politicians,and they have a vested interest destination for the next new,unspoiled place.Not in keeping things the way they are. only are there fewer people in the base,but Remaining true.Proper positioning rests on Dependables travel less than their Venturer coun-two pillars,namely,(1)the true qualities of a terparts,they stay for shorter periods of time,and destination (what it actually offers)and(2)its they spend less while they are there.Since they perception in the eyes of the traveling public. prefer to drive rather than fly,Dependables pay Maximum success usually occurs when local fewer taxes (c.g.,arrival taxes,rental-car taxcs). planners recognite that they must protect those All of this compounds the misery now felt at the features that attracted people to their commu- destination.Nothing has changed,the locals be-nity in the first placc and continue to cmphasize lieve,so they can't understand why fewer visitors those aspects and the destination's other quali- come each year and spend less while they're in ties in their marketing and promotional pro- town. grams,and in their planning efforts.Savvy plan- ners won't allow hotels and other buildings to Maintaining Appeal grow taller than the trees,for instance,and they'll Based on the above scenario,the ideal psycho-restrict the kinds of businesses that can come in graphic positioning for most destinations lies and regulate where those are placed.Such desti- somewhere in the middle of the near-Venturer nations protect and preserve open areas and en- segment.A destination at this point has the sure that local residents participate fairly in the broadest positioning appeal possible because it area's financial success.The natives also don't want covers the largest portion of the psychographic to lose what they like about where they were born curve.The destination usually has a reasonable level of development,but it hasn't gotten out of See,for example:Leo Paul Dana,"The Social Cost of hand.In the early stages of growth at most places, Tourism:A Case Study of Ios,"Cornell Hotel and Restaurant Administration Quarterly,Vol.40,No.4 (August 1999), the area has improved much to everyone's de- Pp.60-63. 20 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC TRAVELERS’ PSYCHOGRAPHICS Psychographic positions of destinations (1972) nation generally attempt to capture the charm of the place (e.g., the former Rockresorts). New wealth has improved the living conditions for many people, especially because tourism causes ancillary businesses to develop that serve tour￾ism workers. Most people feel better off, which is why most people never suspect at this point that tourism growth should be planned and controlled. PSYCHOCENTRIC ALLOCENTRIC Planning and control is, of course, imperative MID-CENTRIC at this stage. Many unplanned destinations face a declining future because uncontrolled growth has discouraged Venturer-type travelers. Discount travel packages abound to lure budget-minded Dependable types, and those packages usually include air and accommodations, possibly meals, Most Florida Honolulu Caribbean Central Northern Hawaii Outer Central Southern and frequently golf privileges. When 30 percent of & Oahu Europe, Europe Islands Mexico Europe or more of a destination’s travel bookings come U.S. Great from reduced-price package vacations, that des￾Britain tination probably will continue to go downhill over the next couple of decades.’ Confirmation of problems can come from a simple walk around draw only from shrinking segments of the popu- town. The greater the number of fast-food res￾lation after its psychographic positioning passes taurants, video-rental stores, bargain-shopping the magical mid-point on the chart. Fewer near- outlets, and abundant nighttime entertainment, Dependables exist than mid-Centrics with De- the greater the probability that those will never pendable leanings, and there are fewer go away and will continue to contribute to the Dependables than near-Dependables. Thus, the decline of the area (by discouraging Venturer-type base of potential tourists is diminishing, as those travelers). Store owners pay taxes and vote for with Venturer leanings desert this now-tawdry local politicians, and they have a vested interest destination for the next new, unspoiled place. Not in keeping things the way they are. only are there fewer people in the base, but Remaining true. Proper positioning rests on Dependables travel less than their Venturer coun- two pillars, namely, (1) the true qualities of a terparts, they stay for shorter periods of time, and destination (what it actually offers) and (2) its they spend less while they are there. Since they perception in the eyes of the traveling public. prefer to drive rather than fly, Dependables pay Maximum success usually occurs when local fewer taxes (e.g., arrival taxes, rental-car taxes). planners recognize that they must protect those All of this compounds the misery now felt at the features that attracted people to their commu￾destination. Nothing has changed, the locals be- nity in the first place and continue to emphasize lieve, so they can’t understand why fewer visitors those aspects and the destination’s other quali￾come each year and spend less while they’re in ties in their marketing and promotional pro￾town. grams, and in their planning efforts. Savvy plan￾Maintaining Appeal ners won’t allow hotels and other buildings to grow taller than the trees, for instance, and they’ll Based on the above scenario, the ideal psycho- restrict the kinds of businesses that can come in graphic positioning for most destinations lies and regulate where those are placed. Such desti￾somewhere in the middle of the near-Venturer nations protect and preserve open areas and en￾segment. A destination at this point has the sure that local residents participate fairly in the broadest positioning appeal possible because it area’s financial success. The natives also don’t want covers the largest portion of the psychographic to lose what they like about where they were born curve. The destination usually has a reasonable level of development, but it hasn’t gotten out of ’ See, for example: Leo Paul Dana, “The Social Cost of hand. In the early stages of growth at most places, Tourism: A Case Study of Ios,” Cornell Hotel and Restaurant the area has improved much to everyone’s de￾Administration Quae&y, Vol. 40, No. 4 (August 1999), pp. 60-63. light. The first new hotels that appear in a desti- 20 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

TRAVELERS'PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC EXHIRIT 3 ·New Mexico Psychographic positions of ◆Ar1zona destinations(2001)】 ·Alaska cruises ·New England ·U.S.Parks Hawaii (outer is.) ·Illinois ·Washington State ·Russia ·Washington,D.C ·Oregon 。Tahiti ◆the Carolinas ·Colorado .New Zealand ·Hollywood Michigan ·Wyoming .China (big ·Las Vegas ·Chicago Montana cities) ·Alaskan ·theme parks ·Georgia ·San Francisco Poland wildemess ·Honolulu ·Kentucky ·New York City ·Costa Rica ·Guam ·Florida ·Hilton Head ·Quebec ·Egypl ·F可 ·the Dakotas Philadelphia ·Bermuda ·Jordan hard adventure ·Ohio ·Los Angeles ◆Brazil Thailand travel ·Branson ·Kansas ·Caribbean(most) ·Mexico(interior, ·Australia .Vietnam ·Atlantic City ·Mexico(border） Ontario ·Hong Kong 。Ireland ·Antarctica ·Myrtle Beach 。Caribbean London ·England Scotland ·Amazon .Orlando cruises ·Rome (countryside) ·Kenya ·China(interior) ·beach resorts ·escorted tours ·Israel Scandinavia ·Africa ·Tibet 。Indian casinos (U.S.and Europe) ·taly ·Paris expedition travel ·Nepal DEPENDABLE NEAR-DEPENDABLE CENTRIC-DEPENDABLE CENTRIC-VENTURER NEAR-VENTURER VENTURER and grew up.8 Crowds,traffic congestion,pollu-can visit,and to select upscale lines to ensure that tion,high prices for just about everything,and a it gets the kind of crowd that it wants. vanishing friendliness among neighbors make the locals want to return to a simpler life.In such a A Map of the World situation,tourism and its ill effects on local cul- With this in mind,destinations can be placed ture become a controversial topic of discussion,on the psychographic curve,based on the types rather than being viewed as a boon to the area.? of people who visit there the most.Exhibit 2 pre- Sea Pines Plantation on Hilton Head Island,sents the positioning of some destinations as we South Carolina,for instance,has maintained its analyzed them in 1972,while Exhibit 3 summa- allure and charm far better than surrounding rizes where various destinations fit today.Place- communities at Hilton Head.By maintaining ment on the psychographic curve comes from open spaces,strictly adhering to planning guide- the American Traveler Survey of Plog Research, lines,and placing restrictions on property usc,the annual study of travel habits of over 10,000 its planners have retained the resort's strength as households.Exhibit 3,obviously,although more a tourism destination and a sccond-home arca. inclusive than the original graph(Exhibit 2), Bermuda is another destination that continues serves only as a representative list since it is im- to draw strong tourism crowds,in spite of being possible to cover all destinations in this article. expensive,because of the commitment of local In comparing Exhibits 2 and 3,note how vari- citizens and politicians to preserving its distinc- ous destinations have relocated from their former tive beauty and culture.Bermuda was one of the Venturesome spot toward a more Dependable first ports to limit the number of cruise ships that positioning.For instance,Miami Beach has moved from a near-Dependable positioning to See,for cxample,Jolin E.Taylor,"Tourism to the Cook the Dependable column.Florida now places in Islands:Retrospective and Prospective,"Cornell Hoteland Res- the near-Dependable portion of the curve,rather taurant Administration Quarterly,Vol.42,No.2 (April 2001), Pp./0-81. than in the Centric area,and Honolulu has followed a similar path.Portions of the South For example,see:Susan Gregory and Kathy Koithan- Louderback,"Marketing a Resort Community:Estes Park at a Pacific currently appeal to near-Venturers,rather Precipice,"Cornell Hotel and Restaurant Administration Quar- than Venturers (a relatively enviable position). terly,Vol.38,No.6(December 1997),pp.52-59;and Matt A. Southern Europe has especially slipped,with Casado,"Balancing Urban Growth and Landscape Preserva- England and parts of central Europe going in the tion:The Case of Flagstaff,Arizona,"Cornell Hotel and Restau- rant Administration Quarterly.Vol.40,No.4 (August 1999), same direction.The amount of movement typi- Pp.6469 cally relates to the degree to which the desti- JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 21

TRAVELERS’ PSYCHOGRAPHICS CORNELL QUARTERLY CLASSIC Psychographic positions of destinations (2001) I l Branson * Atlantic City l Myrtle Beach l Orlando I-_- l beach resorts l Indian casinos l Hollywood l Las Vegas l theme parks l Honolulu l Florida l the Dakotas l Ohlo l Kansas l Mexico (border) l Caribbean cruises l escorted tours (U.S. and Europe) DEPENDABLE NEAR-DEPENDABLE l Alaska cruises l U.S. Parks l Illinois l Washington, D.C. l the Carolinas l Michigan l Chicago l Georgia l Kentucky l Hilton Head l Philadelphia l Los Angeles l Caribbean (most) l Ontario l London l Rome l Israel l Italy CENTRIC-DEPENDABLE l New Mexico l Arizona l New England l Hawaii (outer is.) l Washington State l Oregon l Colorado l Wyoming l Montana l San Francisco l New York City l Quebec l Bermuda l Brazil l Mexico (interior) l Hong Kong l England (countryside) l Scandinavia l Paris CENTRIC-VENTURER l Russia l Tahiti l New Zealand l China (big cities) l Poland l Costa Rica l Egypt l Jordan l Thailand l Australia l Ireland l Scotland l Kenya 0 Africa l expedition travel NEAR-VENTURER l Alaskan wilderness l Guam l Fiji l hard adventure travel l Vietnam l Antarctica l Amazon l China (interior) l Tibet l Nepal VENTURER and grew up.* Crowds, traffic congestion, pollu￾tion, high prices for just about everything, and a vanishing friendliness among neighbors make the locals want to return to a simpler life. In such a situation, tourism and its ill effects on local cul￾ture become a controversial topic of discussion, rather than being viewed as a boon to the area.’ Sea Pines Plantation on Hilton Head Island, South Carolina, for instance, has maintained its allure and charm far better than surrounding communities at Hilton Head. By maintaining open spaces, strictly adhering to planning guide￾lines, and placing restrictions on property use, its planners have retained the resort’s strength as a tourism destination and a second-home area. Bermuda is another destination that continues to draw strong tourism crowds, in spite of being expensive, because of the commitment of local citizens and politicians to preserving its distinc￾tive beauty and culture. Bermuda was one of the first ports to limit the number of cruise ships that * See, for example, John E. Taylor, “Tourism to the Cook Islands: Retrospective and Prospective,” Cornell Hotel and Res￾taurantAdministration Quarter& Vol. 42, No. 2 (April 2001), pp. 70-8 1. 9 For example, see: Susan Gregory and Kathy Koithan￾Louderback, “Marketing a Resort Community: Estes Park at a Precipice,” Cornell Hotel and Restaurant Administration Quar￾t&y, Vol. 38, No. 6 (December 1997), pp. 52-59; and Matt A. Casado, “Balancing Urban Growth and Landscape Preserva￾tion: The Case of Flagstaff, Arizona,” Cornell HotelandRestau￾rant Administration Quarter& Vol. 40, No. 4 (August 1999), pp. 64-69. can visit, and to select upscale lines to ensure that it gets the kind of crowd that it wants. A Map of the World With this in mind, destinations can be placed on the psychographic curve, based on the types of people who visit there the most. Exhibit 2 pre￾sents the positioning of some destinations as we analyzed them in 1972, while Exhibit 3 summa￾rizes where various destinations fit today. Place￾ment on the psychographic curve comes from the American Traveler Survey of Plog Research, the annual study of travel habits of over 10,000 households. Exhibit 3, obviously, although more inclusive than the original graph (Exhibit 2), serves only as a representative list since it is im￾possible to cover all destinations in this article. In comparing Exhibits 2 and 3, note how vari￾ous destinations have relocated from their former Venturesome spot toward a more Dependable positioning. For instance, Miami Beach has moved from a near-Dependable positioning to the Dependable column. Florida now places in the near-Dependable portion of the curve, rather than in the Centric area, and Honolulu has followed a similar path. Portions of the South Pacific currently appeal to near-Venturers, rather than Venturers (a relatively enviable position). Southern Europe has especially slipped, with England and parts of central Europe going in the same direction. The amount of movement typi￾cally relates to the degree to which the desti￾JUNE 2001 Cornell Hotel and Restaurant Administration Quarterly 21

CORNELL QUARTERLY CLASSIC TRAVELERS'PSYCHOGRAPHICS nation has become more touristy in character. primarily a Dependable audience.The primary Not apparent in Exhibit 3 is the diminished form of cruising consisted of Atlantic crossings proportion of destinations today that can be clas- on ships featuring activities and an ambience that sified as Venturesome in character.That is be- seemed stuffy,boring,and non-venturesome to cause the 1972 chart presented only a limited active travelers.Who wants to sit on deck chairs number of destinations for illustrative purposes reading books or playing shuffleboard during the only. daytime,only to be followed night after night by Broadband.Placement for each destination a formal dinner and dance?Those who chose on the chart is based on its dominant character- cruise vacations tended to be Dependable types istic.An intriguing finding on the present-day who also had wealth-an extremely narrow mar- graph,however,is that a few destinations have ket segment.As a result,cruising declined in managed to create a broad appeal across the popularity after WW II until the 1960s. tourist-type spectrum,attracting near-Venturers The market for cruising broadened with the to near-Dependables.Such places offer a wide advent of Carnival Cruise Lines.It featured short range of attractions,from adventurous activities (three-or four-day),low-cost cruises to the Car- to sitting on a sunny beach;and they have main-ibbean from Florida.Carnival's initial approach, tained their original character(and popularity) however,reinforced cruising's Dependable char- over a long time.Hawaii,Colorado,Ireland,and acteristics because the experience it offered was Scotland are examples of this desirable category.highly structured (trips to Caribbean sun-and- Dependable destination.While an uncon-fun spots only,with heavy partying and social trolled drift across the psychographic spectrum events on board).Carnival's dramatic success in is not usually desirable,a destination can still attracting travelers prompted others to enter the draw huge tourism crowds even though it ap-market.Some operators copied Carnival's basic peals mostly to people with Dependable charac-formula,but others expanded into other niches. teristics.Branson,Missouri,conforms to that Contrary to the usual psychographic move- pattern-and was,in fact,conceived that way ment,cruising was able to broaden its appeal by state planner William Boyd.Familiar with the "backward"across the psychographic spectrum Plog psychographic system,Boyd recognized that to appeal to Centrics and those with Venturer Branson's focus on country music and that its tendencies.Current itineraries take travelers location as a driving destination positioned it around the world,from remote Asian ports to solidly on the Dependable side of the curve.Africa,Latin America,the mid-East,and the Pa- Branson does well by being true to itself,even cific region.Selections can be made from lines though it fails to follow my general rule that des- that feature ships with sails(along with scuba tinations have the greatest chance of success by diving and adventure activities when they pull appealing to near-Venturers. into isolated coves),small ships (300 to 500 berths)that can enter small harbors of quaint Earthquakes villages not accessible by large ships,huge vessels In a light-hearted (and probably derivative)dis-(over 2,500-berth capacity),and true adventure cussion of the destination life cycle that appeared vessels that cut through ice floes in the Antarctic in Cornell Quarterly,long-time hotelier Michael or that visit remote regions (e.g.,those explored Leven noted that a destination that reaches the by Darwin).By changing its character,cruising end of the cycle needs an“carthquake”to revive has cnjoyed strong single-digit growth rates for its prospects.As an example of an"earthquake," most of the past decade.That trend should con- he cited Atlantic City's decision to open a board-tinue,provided that cruiselines continue to di- walk full of casinos.Two entire travel segments versify their products even further.The industry have invoked earthquake-style changes since I has changed from a restricted,dead-end psycho- began my research more than 30 years ago.Those graphic positioning to one that works well. industries are the cruise business and escorted Escorted tours.With extreme regimentation tours. and fixed schedules,escorted tours have long at- Cruising becomes cool.At the time of the tracted a Dependable type of traveler.The stan- concept's original presentation,cruising attracted dard tour was a stereotypical jaunt among Euro- pean cathedrals and capitals,featuring,say,8 countries in 11 days.The standard formula 0See:Michael A.Leven,"The Hotel Life Cycle,"Cornell Ho tel and Restaurant Administration Quarterly,Vol.25,No.4 (Feb- moved people in and out of hotels and onto buses ruary1985)Pp.10-11. daily,zipped them through some beautiful coun- 22 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001

CORNELL QUARTERLY CLASSIC TRAVELERS’ PSYCHOGRAPHICS nation has become more touristy in character. Not apparent in Exhibit 3 is the diminished proportion of destinations today that can be clas￾sified as Venturesome in character. That is be￾cause the 1972 chart presented only a limited number of destinations for illustrative purposes only. Broadband. Placement for each destination on the chart is based on its dominant character￾istic. An intriguing finding on the present-day graph, however, is that a few destinations have managed to create a broad appeal across the tourist-type spectrum, attracting near-Venturers to near-Dependables. Such places offer a wide range of attractions, from adventurous activities to sitting on a sunny beach; and they have main￾tained their original character (and popularity) over a long time. Hawaii, Colorado, Ireland, and Scotland are examples of this desirable category. Dependable destination. While an uncon￾trolled drift across the psychographic spectrum is not usually desirable, a destination can still draw huge tourism crowds even though it ap￾peals mostly to people with Dependable charac￾teristics. Branson, Missouri, conforms to that pattern-and was, in fact, conceived that way by state planner William Boyd. Familiar with the Plog psychographic system, Boyd recognized that Branson’s focus on country music and that its location as a driving destination positioned it solidly on the Dependable side of the curve. Branson does well by being true to itself, even though it fails to follow my general rule that des￾tinations have the greatest chance of success by appealing to near-Venturers. Earthquakes In a light-hearted (and probably derivative) dis￾cussion of the destination life cycle that appeared in Cornell Quartet& long-time hotelier Michael Leven noted that a destination that reaches the end of the cycle needs an “earthquake” to revive its prospects.” As an example of an “earthquake,” he cited Atlantic City’s decision to open a board￾walk full of casinos. Two entire travel segments have invoked earthquake-style changes since I began my research more than 30 years ago. Those industries are the cruise business and escorted tours. Cruising becomes cool. At the time of the concept’s original presentation, cruising attracted lo See: Michael A. Leven, “The Hotel Life Cycle,” Cornell Ho￾telandRertaurantAdministration Quarter& Vol. 25, No. 4 (Feb￾ruary 1985), pp. 10-11. primarily a Dependable audience. The primary form of cruising consisted of Atlantic crossings on ships featuring activities and an ambience that seemed stuffy, boring, and non-venturesome to active travelers. Who wants to sit on deck chairs reading books or playing shuffleboard during the daytime, only to be followed night after night by a formal dinner and dance? Those who chose cruise vacations tended to be Dependable types who also had wealth-an extremely narrow mar￾ket segment. As a result, cruising declined in popularity after WW II until the 1960s. The market for cruising broadened with the advent of Carnival Cruise Lines. It featured short (three- or four-day), low-cost cruises to the Car￾ibbean from Florida. Carnival’s initial approach, however, reinforced cruising’s Dependable char￾acteristics because the experience it offered was highly structured (trips to Caribbean sun-and￾fun spots only, with heavy partying and social events on board). Carnival’s dramatic success in attracting travelers prompted others to enter the market. Some operators copied Carnival’s basic formula, but others expanded into other niches. Contrary to the usual psychographic move￾ment, cruising was able to broaden its appeal “backward” across the psychographic spectrum to appeal to Centrics and those with Venturer tendencies. Current itineraries take travelers around the world, from remote Asian ports to Africa, Latin America, the mid-East, and the Pa￾cific region. Selections can be made from lines that feature ships with sails (along with scuba diving and adventure activities when they pull into isolated coves), small ships (300 to 500 berths) that can enter small harbors of quaint villages not accessible by large ships, huge vessels (over 2,5OO-berth capacity), and true adventure vessels that cut through ice floes in the Antarctic or that visit remote regions (e.g., those explored by Darwin). By changing its character, cruising has enjoyed strong single-digit growth rates for most of the past decade. That trend should con￾tinue, provided that cruiselines continue to di￾versify their products even further. The industry has changed from a restricted, dead-end psycho￾graphic positioning to one that works well. Escorted tours. With extreme regimentation and fixed schedules, escorted tours have long at￾tracted a Dependable type of traveler. The stan￾dard tour was a stereotypical jaunt among Euro￾pean cathedrals and capitals, featuring, say, 8 countries in 11 days. The standard formula moved people in and out of hotels and onto buses daily, zipped them through some beautiful coun- 22 Cornell Hotel and Restaurant Administration Quarterly JUNE 2001